Beyond The Single Sale A Chefs Guide To Selling Wine
How Thirty Years Of Kitchen Hospitality Became The Secret To Wine Sales Success
Herausgeber: Lewytzkyj-Milligan, Maria
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Beyond the Single Sale: A Chef's Guide to Selling Wine A chef with 30 years of international kitchen experience transitions to wine retail and immediately outsells veteran staff using hospitality principles the wine industry has forgotten. "Beyond the Single Sale" documents a proven methodology that prioritizes customer comfort over wine education, challenging the industry's traditional focus on technical knowledge. Written in raw kitchen talk with profanity throughout, this book speaks in the authentic voice of working wine professionals rather than academic wine writing. The core premise: wi...
Beyond the Single Sale: A Chef's Guide to Selling Wine A chef with 30 years of international kitchen experience transitions to wine retail and immediately outsells veteran staff using hospitality principles the wine industry has forgotten. "Beyond the Single Sale" documents a proven methodology that prioritizes customer comfort over wine education, challenging the industry's traditional focus on technical knowledge. Written in raw kitchen talk with profanity throughout, this book speaks in the authentic voice of working wine professionals rather than academic wine writing. The core premise: wine sales are won in the first 30 seconds through immediate connection, not after lengthy terroir education that often intimidates customers away from purchases. Key methodologies include the First Impression Framework that determines lifetime customer value, translation techniques that convert customer requests into wine solutions without correcting their vocabulary, the Four Bands of Power inventory system that organizes wines by sales role rather than region, and a systematic five-phase customer evolution process from gateway buyers to collection-phase enthusiasts. The book documents how one customer progressed from purchasing budget wines to generating thousands in annual revenue through relationship-driven guidance. Unlike academic wine texts focused on technical knowledge, this book addresses the critical gap between wine education and sales effectiveness. It provides immediately implementable systems for wine retail staff, shop owners, restaurant wine directors, and hospitality professionals transitioning to wine sales. The methodology shows how formal wine credentials support rather than drive successful customer relationships. The author applies hospitality principles developed across eight countries in professional kitchens to wine retail environments, demonstrating how authentic service creates sustainable business growth. Written for working wine professionals with explicit language and common kitchen vernacular, the book offers concrete solutions to common retail challenges: staff training, customer retention, and building profitable businesses.
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